Re-visiting Landscape Audits

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Landscape audits are one of the most important digital marketing tools we have at our disposal.

Listening to conversation online is the most useful activity we can do as digital marketers.

More so than engaging, creating great content or coming up with astonishing creative, listening is the fundamental skill anyone working in social media must be proficient in.

Without an understanding of what people are saying online, it is incredibly difficult to know how to connect with them in an effective way.

I'm a great believer in using data and analysis to inform strategy. Without that evidence, observation and evaluation, you simply can't rationalise any plan you want to pitch to your client.

To do this, you need a landscape audit: research of online conversation around a particular topic, company or community.

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Re-visiting Landscape Audits

  1. 1. RE-VISITING LANDSCAPE AUDITS MATT CHURCHILL FEB 2014
  2. 2. LANDSCAPE AUDITS ARE ONE OF THE MOST IMPORTANT DIGITAL MARKETING TOOLS WE HAVE AT OUR DISPOSAL
  3. 3. USE DATA AND ANALYSIS TO INFORM STRATEGY: YOU CAN’T RATIONALISE ANY PLAN YOU WANT TO PITCH TO YOUR CLIENT OTHERWISE
  4. 4. YOU DON’T NEED TO BE A STATISTICIAN!
  5. 5. CATEGORISE YOUR QUESTION
  6. 6. LANDSCAPE AUDITS ARE INCREDIBLY POWERFUL WAYS TO BEGIN SOLVING A PROBLEM
  7. 7. • What does a community think about my company? • What does a community talk about that’s relevant to my company? • Who are the main voices engaging around my company? • Which conversation topics are most associated with my company? • How does a community behave online?
  8. 8. KNOW YOUR TOOLS
  9. 9. MAKE VENDORS YOUR FRIENDS
  10. 10. • Sign up for trials with different vendors • Learn their capabilities • Find out how they can help answer your client’s questions
  11. 11. LEARN STANDARD OUTPUTS
  12. 12. MOST TOOLS KICK OUT THE SAME SORTS OF DATA
  13. 13. • Platform distribution • Conversation volumes • Linguistic analysis • Sentiment analysis • Influencer analysis
  14. 14. DATA IS JUST THE START
  15. 15. CLIENTS WANT YOUR OPINION AND INSIGHT
  16. 16. • Find out the catalyst for conversation spikes • Understand how word clouds reflect actual conversation • Investigate the platforms where content is being created
  17. 17. USE YOUR UNDERSTANDING OF PEOPLE
  18. 18. NURTURE YOUR INNATE EXPERTISE
  19. 19. • Are they sharing content? • How are they sharing content? • What content are they sharing?
  20. 20. LOOK FOR PERSONALITY TYPES
  21. 21. THERE ARE THREE TYPES OF PERSON
  22. 22. • People who generate • People who curate • People who amplify
  23. 23. TREAT EACH AUDIT AS IF IT’S YOUR FIRST
  24. 24. KEEP YOUR EYES OPEN AND YOUR MIND RECEPTIVE
  25. 25. • It keeps the data from being misinterpreted • It won’t prejudice your insight formulation • It ensures you find a unique answer that will benefit your client
  26. 26. I am a Digital Manager at Burson-Marsteller in London with more than 5 years’ experience of working in social media and the digital space, managing and executing UK, EMEA and global programmes for multinational companies. I have cross sector experience in the social business, corporate, financial, FMCG, consumer and pharmaceutical industries, in strategy development, landscape analysis, crisis and issues management, paid media, editorial management, content creation and community management. I work with companies to help them understand the digital landscape that they operate in and to identify the opportunities that social media can bring to their business. The aim of this is to help them provide a service that their customers will want to interact with and ultimately benefit from – for me, the community comes first. Feel free to drop me a line at matt@seldomseenkid.co.uk or @geetarchurchy. All images courtesy of www.unsplash.com.

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